Not a Good Way to Reassure Your Customers

One of the most nerve racking moments when making an online purchase is that moment after you enter your credit card information and hit submit.  It’s the responsibility of the retailer to make it clear that the order is complete by telling the customer so, displaying a receipt, and emailing a receipt.   If something goes wrong, it is also the responsibility of the merchant to notify the customer of what went wrong, reassure them that their card was not charged, and display instructions on how to complete their order.  Pretty standard stuff.

Yesterday I ordered a set of three Stick N Click lights from the As Seen on TV Store after our warehouse bathroom light went out and we couldn’t fix it ($9.95 for 3 lights vs. the cost of an electrician).  Take a look at the confirmation page:

As Seen on TV Confirmation Page

That big blue “Sorry” banner isn’t exactly what I want to be seeing after completing a purchase.  And no, it wasn’t animated and it didn’t go anywhere if you clicked it:  it was just a big ass banner that said “Sorry…”.

Why on earth would you do that to your customers?

2 comments on Not a Good Way to Reassure Your Customers

  1. Adam says:

    Haha that’s really funny. Even funnier is the bootstrapping solution to your light problems. Love it!


  2. Adam McFarland says:

    That’s how we roll 🙂

    It’s not like customers actually see our warehouse or anything – it’s just us. No sense in spending all that extra time/money when the Stick N Click will get the job done in a few minutes for $10.

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